Putting the Citizen Back Into Citizen-Centric

Putting the Citizen Back Into Citizen-CentricHow Service Design Can Save You Headaches &Delight the PublicFriday November 26, 2010Jess McMullinCENTRE FOR CITIZEN EXPERIENCEjess AT ctzn.ca | 780.709.9396 | citizenexperience.com

THANKSFOR YOUR TIME TODAY http://www.flickr.com/photos/-imax-/4759877703 CENTRE FOR CITIZEN EXPERIENCE

INTRODUCTIONS CENTRE FOR CITIZEN EXPERIENCE

A little bit about the Centre

YOURTURN CENTRE FOR CITIZEN EXPERIENCE

A TALE OF ELEVATOR FAILURE... http://www.flickr.com/photos/tatejohnson/ CENTRE FOR CITIZEN EXPERIENCE

NO ONE WANTS A 1/4”DRILL BIT. NO ONE EVENWANT A 1/4” HOLE.... http://www.flickr.com/photos/dinnerwithkev CENTRE FOR CITIZEN EXPERIENCE

THEY JUST WANT TOHANG A PICTURE. http://www.flickr.com/photos/michale/80671218 CENTRE FOR CITIZEN EXPERIENCE

GOVERNMENT IS JUST ABIG DRILL BIT...NO ONEWANTS IT FOR ITSELF. CENTRE FOR CITIZEN EXPERIENCE

GOVERNMENT =PROGRAMS& SERVICES http://www.flickr.com/photos/rideact/4596839593 CENTRE FOR CITIZEN EXPERIENCE

HOW TO IMPROVE?BE CITIZEN-CENTRIC CENTRE FOR CITIZEN EXPERIENCE

THE PROBLEMS WITHCITIZEN-CENTRIC TODAYhttp://www.flickr.com/photos/tanj/360027659 CENTRE FOR CITIZEN EXPERIENCE

ACCOUNTABILITY FORSERVICE, ON RAMPSAND OFF RAMPShttp://www.flickr.com/photos/beglen CENTRE FOR CITIZEN EXPERIENCE

WHO CAN HELP?CITIZEN ENGAGEMENTSERVICE INNOVATORS CENTRE FOR CITIZEN EXPERIENCE

TOOLBOXhttp://www.flickr.com/photos/nadya CENTRE FOR CITIZEN EXPERIENCE

SERVICEDESIGN CENTRE FOR CITIZEN EXPERIENCE

CONCEPTSTOOLS & OUTPUTSEXERCISESGETTING STARTED CENTRE FOR CITIZEN EXPERIENCE

CONCEPTS CENTRE FOR CITIZEN EXPERIENCE

SO WHAT IS A SERVICE? http://www.flickr.com/photos/childofwar CENTRE FOR CITIZEN EXPERIENCE

CITIZENShttp://www.flickr.com/photos/procsilas CENTRE FOR CITIZEN EXPERIENCE

CHANNELS http://www.flickr.com/photos/eridius/ CENTRE FOR CITIZEN EXPERIENCE

TOUCHPOINTSwww.flickr.com/photos/epsos CENTRE FOR CITIZEN EXPERIENCE

INTERACTIONS http://www.flickr.com/photos/dm-set CENTRE FOR CITIZEN EXPERIENCE

DEFINING MOMENTShttp://www.flickr.com/photos/adrianclarkmbbs CENTRE FOR CITIZEN EXPERIENCE

FRONTSTAGE http://www.flickr.com/photos/49676009 N06 CENTRE FOR CITIZEN EXPERIENCE

BACKSTAGE http://www.flickr.com/photos/uglynoid CENTRE FOR CITIZEN EXPERIENCE

SUPPORThttp://www.flickr.com/photos/rene-germany CENTRE FOR CITIZEN EXPERIENCE

EVIDENCEhttp://www.flickr.com/photos/uberculture CENTRE FOR CITIZEN EXPERIENCE

TOOLS CENTRE FOR CITIZEN EXPERIENCE

ETHNOGRAPHY http://www.flickr.com/photos/eyeliam CENTRE FOR CITIZEN EXPERIENCE

DIARYSTUDY http://www.flickr.com/photos/paalia CENTRE FOR CITIZEN EXPERIENCE

DIGITAL ETHNOGRAPHYhttp://www.flickr.com/photos/debbie_sonberg CENTRE FOR CITIZEN EXPERIENCE

CODESIGN CENTRE FOR CITIZEN EXPERIENCE

VISUAL THINKING CENTRE FOR CITIZEN EXPERIENCE

CONCRETE ARTIFACTS CENTRE FOR CITIZEN EXPERIENCE

PERSONAS CENTRE FOR CITIZEN EXPERIENCE

CUSTOMER JOURNEY CENTRE FOR CITIZEN EXPERIENCE

CENTRE FOR CITIZEN EXPERIENCE

MAYA DESIGN CENTRE FOR CITIZEN EXPERIENCE

UK CABINET OFFICE CENTRE FOR CITIZEN EXPERIENCE

BUSINESS ORIGAMI CENTRE FOR CITIZEN EXPERIENCE

SERVICE INVENTORY CENTRE FOR CITIZEN EXPERIENCE

SERVICE BLUEPRINT MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service Innovation CENTRE FOR CITIZEN EXPERIENCE

SWIMLANES CENTRE FOR CITIZEN EXPERIENCE

EXPERIENCE STRATEGY CENTRE FOR CITIZEN EXPERIENCE

EXERCISES CENTRE FOR CITIZEN EXPERIENCE

3 QUESTIONS1) Who is that citizen at the centre of our effort?2) What is their experience like?3) How can we serve them better? CENTRE FOR CITIZEN EXPERIENCE

Q.WHO IS THAT CITIZENAT THE CENTRE? CENTRE FOR CITIZEN EXPERIENCE

PERSONAS CENTRE FOR CITIZEN EXPERIENCE

PERSONA WORKSHEET Quote CENTRE FOR CITIZEN EXPERIENCE

PERSONA INSTRUCTIONS1. Spread out the photos in the photo 6. Now start to color in the persona as apacket. Choose one. real person. What’s their name? What’s2. Fill in the blanks, easiest to hardest their background?3. E.g. What is their role (Mom, Banker, 7. What are their three most importantResident) short term goals?4. What are their demographics? (Age, 8. What are key long term goals?income, occupation, family status, 9. What are two scenarios or situationslocation) that they are involved with your5. How comfortable are they with specific organization?channels? How comfortable are they with 10. If you could capture the essence ofdomain knowledge? What other factors this person & their needs in a quote, whatdetermine success? How are they with would that quote say?those? Grade them (low on the left) CENTRE FOR CITIZEN EXPERIENCE

DISCUSSION CENTRE FOR CITIZEN EXPERIENCE

Q.WHAT IS THEIREXPERIENCE LIKE? CENTRE FOR CITIZEN EXPERIENCE

CUSTOMER JOURNEY CENTRE FOR CITIZEN EXPERIENCE

CUSTOMER JOURNEY ELEMENTS Steps in the processWeb Touchpoints & InteractionsIn Person Phone Defining Moments CENTRE FOR CITIZEN EXPERIENCE

DISCUSSION CENTRE FOR CITIZEN EXPERIENCE

Q.HOW CAN WE SERVETHEM BETTER? CENTRE FOR CITIZEN EXPERIENCE

SERVICE BLUEPRINT MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service Innovation CENTRE FOR CITIZEN EXPERIENCE

BLUEPRINT ELEMENTSSupport Backstage Frontstage Evidence Actions Citizen Actions What do they see or hear that lets them know about the service? Our actions & activities CENTRE FOR CITIZEN EXPERIENCE

DISCUSSION MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service Innovation CENTRE FOR CITIZEN EXPERIENCE

GETTINGSTARTED CENTRE FOR CITIZEN EXPERIENCE

GOVERNMENTIS GOVERNMENTIS GOVERNMENT http://www.flickr.com/photos/eduardozarate CENTRE FOR CITIZEN EXPERIENCE

THE CHALLENGE OFOWNERSHIP OF CROSS-CHANNEL SOLUTIONShttp://www.flickr.com/photos/79286287 N00 CENTRE FOR CITIZEN EXPERIENCE

ME PLUS ONEhttp://www.flickr.com/photos/lrargerich CENTRE FOR CITIZEN EXPERIENCE

PARTNERPILOTPUBLICIZEhttp://www.flickr.com/photos/pasukaru76 CENTRE FOR CITIZEN EXPERIENCE

THANKS AGAINQUESTIONS? Jess McMullin in to uch! CENTRE FOR CITIZEN EXPERIENCE * Stay jess AT ctzn.ca | 780.709.9396 | @jessmcmullin | citizenexperience.com CENTRE FOR CITIZEN EXPERIENCE

Putting the Citizen Back Into Citizen-Centric

by Jess McMullin on Nov 28, 2010

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Putting the Citizen Back Into Citizen-Centric — Presentation Transcript